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Uefa Champions League sponsorship is at the heart of Dutch beer brand Heineken’s marketing push to hit a target of 100-per-cent growth in its global market share over the next seven years.
Beer brewer AB InBev chose to focus elsewhere after the asking price for its Major League Soccer (MLS) deal increased in renewal talks.
AB InBev’s activation spend on its official beer sponsorship of the upcoming Fifa World Cup in Russia will be the beer group’s biggest yet – commensurate with the importance of the event as a showcase of the Budweiser brand.